Abstract
We examined effects of repeated exposure of banner advertisement on measure of product's image such as knowledge of, liking for, and purchase intention for products. In Experiment 1, 24 participants were repeatedly presented banners of various trade names with different typicality. Then they were required to judge the trade names with respect to the level of typicality, liking, purchase intention, and recognition using 9-point scale. As results, higher typicality of trade names led to higher levels of recognition, liking, and purchase intention, including false recognitions. Those levels were not, however, likely to increase by repeated exposure. In Experiment 2, repetition frequency of exposure was increased and 79 participants were divided into three segments based on their present interests. The results showed that presenting banners with lower typicality particularly raised liking and purchase intention levels. We discuss the cognitive process that link typicality of trade name to liking and purchase intention.
